Diadora

History

Origins and development

Diadora was founded in 1948 by Marcello Danieli. The name of the company is a likely development of de Iadera ('from Zadar', Iadera being the ancient name of the Dalmatian town). Danieli managed to launch his first product, mountain climbing boots.

The mid-1970s also marked Diadora's entry into the football category, aided by Roberto Bettega, who provided consulting information. The company also added the tennis market, signing endorsement agreements with Björn Borg.

The 1980s and 1990s

AC Milan striker Marco van Basten became the face of the company in the late 1980s, and launched his own personalized football boots, the San Siro Van Basten. Juventus striker Roberto Baggio became the face of the company in the 1990s, and launched his own personalized football boots, the Matchwinner.

Diadora also dabbled with rugby union, making the kits for Otago Rugby Union in New Zealand. The Diadora Otago jersey is one of the rarest and most sought after rugby jersey in the world.

In the 1990s, Diadora was also the official kit supplier of several Italian football clubs, including AS Roma for three seasons, between 1997 and 2000.

The 2000s and 2010s

Between 2003 and 2007, Diadora was again the official kit supplier of AS Roma. In 2008, Diadora SpA signed a joint venture with Win Hanverky Holdings Limited, forming a new company called "Winor International Company Limited" that operates the trademark "Diadora" in China, Hong Kong, and Macau to manufacture, design, promote, distribute, and sell products bearing the brand in those countries.

In June 2009, Diadora reached an agreement with Italian shoe-making company Geox's founder and chairman Mario Moretti Polegato to buy its assets through his family's investment arm, LIR.

The 2020s–present

On September 8, 2020, Geox Canada Inc. filed for bankruptcy in Canada.

Right now, Diadora is the kit maker of Norwegian Eliteserien club Viking FK At the 2025 season, Diadora made a return to the Brazilian football, providing kits for Coritiba and Náutico.

References

References

1. [https://www.diadora.com/es/ar/azienda.html Empresa] on Diadora website {{in lang. es
2. "The history of Diadora". Football Shirt Culture.
3. "History". Diadora America.
4. "1980s Diadora San Siro Van Basten".
5. (2008-04-07). "Win Hanverky Forms Joint Venture Asserts Ownership of DIADORA Brand in the PRC, Hong Kong and Macau Market". Win Hanverky.
6. Pagano, Margareta. (21 June 2009). "Geox billionaire steps into Diadora". The Independent.
7. (October 23, 2020). "Geox files for bankruptcy in Canada".
8. "Jorginho could switch to Diadora?".
9. "Camisas do Coritiba 2025-2026 são lançadas pela Diadora".
10. "Náutico lança nova camisa reserve 2025-2026 em parceria com a Diadora".